Brief Explanation

Toyota, which marks its 5th anniversary operating in Korea in 2014, needed to do something to reinforce its brand in the local imported car market faced with ever fiercer competition. As a result of focusing on price promotions to boost sales after a series of negative events, including massive recalls and the 2011 Great Earthquake in East Japan, the perceptions of the Toyota brand plummeted below its launch level. Against this backdrop, a new brand communication campaign targeting consumers in their 30s-40s, the main target segment of import cars in the Korean market, was carried out as it was urgent to regain their interest. The campaign was about linking practicality, one of the key strengths of Toyota, with the lifestyles of consumers in their 30s-40s. Consumers in this age group who choose Toyota based on their own view of life and selection criteria were defined as “SMART PEOPLE” and the slogan “YOU ARE SO SMART” was used in various marketing programs. A brand renewal-sized, broad and comprehensive marketing/communication campaign was implemented, sending a consistent message not just via ads (TV, online, print, offline, billboards) but through Toyota dealerships and motor shows across the country.